The Study on the Preferences of Customer Personal Values with Chinese Culture Background in Services

Abstract

Abstract Customer personal values are the important factors which affect customer behaviors, and they guide and decide the customer's attitudes and behaviors on the products or the services. The paper thinks there are only several important customer personal values to guide customer's decisions, and these values will have -strong cultural differences. This study focuses on discussing the preferences of customer personal values with Chinese culture background when customers consume service and analyzes on the customer preferences of customer personal values with the deep interview method. After interviewing 16 responders with the semi-structured questionnaires, the study finds out some interesting results: (1) Some customers have recognized the existent of customer personal values, even though customer perceived values still have the strong influences on customer behaviors. (2) As they pursue to high quality lives, customers enjoy the lives in easy and pleasure way and care about the safe of the family. Quick response, simple and professional services contribute to enhance the experiences of easy and pleasure lives. (3) Non-rational consumers need the respect from the staff and the companies seriously. In comparison, the rational customers care less about the respect. (4) The sociable requirements have become a common consuming psychology of the customers. More and more customers try to gain the friends by consuming some services. (5) The preferences of customer personal values have a close relationship with the Chinese culture, such as collective values, family conception and “face” culture. The results benefit for service companies improving service brands and service quality.